How to Write Google Ads Copy That Gets Dental Patients to Click
Your Google Ads campaign can have perfect keyword targeting, a generous budget, and precise geographic settings — and still fail if the ad copy does not compel patients to click.
The Anatomy of a Google Ad
A standard Google search ad has three headlines (up to 30 characters each), two descriptions (up to 90 characters each), and a display URL. All elements should work together to communicate your most compelling message.
Headline Strategies That Work
Include the Service and Location in Headline 1
‘Emergency Dentist in Toronto’ or ‘Invisalign Consultations — Ottawa’ confirms relevance instantly. Patients who see their search term reflected in your headline are far more likely to click.
State Your Key Differentiator in Headline 2
‘Accepting New Patients,’ ‘Same-Day Appointments,’ ‘CDCP Accepted,’ ‘Evening and Weekend Hours,’ ‘0% Financing Available.’
Include a Call to Action in Headline 3
‘Book Online Today,’ ‘Call Now for Availability,’ ‘Free Consultation,’ ‘Schedule Your Visit.’
Writing Compelling Descriptions
Use your two description lines to mention your years of experience, patient count, specific technology, or a guarantee. Address common objections before they arise.
Use Ad Extensions
Ad extensions make your ads more prominent. Add: sitelink extensions, call extensions, location extensions, and callout extensions highlighting key benefits.
Testing Your Ad Copy
Never run just one ad. Create two to three variations and let Google test them against each other. Review performance monthly and replace underperforming variants.
📌 Complement your Google Ads with a BookMySmile listing so patients who find you can book instantly at bookmysmile.com